You are hereHome › College of Arts, Social Sciences & Humanities (CASSH) › Department of Communication › Huang, Ying › Toward better gender equality? Style APAChicagoHarvardIEEEMLATurabian Choose the citation style. Huang, Y., & Lowry, D. T. (2015). Toward better gender equality?: Portrayals of advertising models’ occupational status in Chinese magazines. Journal of International Consumer Marketing, 27, 69-83. doi:10.1080/08961530.2014.967904 Toward better gender equality? Details Type Academic Journal Article Title Toward better gender equality?: Portrayals of advertising models' occupational status in Chinese magazines Contributor(s) Huang, Ying (author)Lowry, Dennis T. (author) Located In Journal of international consumer marketing ISSN 0896-1530 Volume 27 Start Page 69 End Page 83 Date 2015 DOI 10.1080/08961530.2014.967904 Use/Reproduction Taylor & Francis Group, LLC Abstract This study assesses women's occupational status portrayed in Chinese advertising through a content analysis of 1,524 models in 12 Chinese magazines. Contrary to the authors' predictions, Chinese men were not more likely than Chinese women to be shown in working roles or less likely than Chinese women to be shown in Family roles. However, a gender bias was revealed in other subcategories of occupational status: Chinese men were more likely to be portrayed as Highlevel business executives and Professionals, less likely to be shown as Entertainers, and less likely to be shown as Models. As predicted, Western women were less likely than Chinese women to be shown in working roles, in Family roles, and more likely to be shown as Models. Overall, advertising portrayals of gender roles in the Chinese context reflected the coexistence of global consumer culture and Chinese local dynamics. Subject(s) Gender roleoccupational statusmagazine advertisingChinacontent analysis PID uwf:22793